We introduced a new campaign direction for the Roy's brand. "Go Out A Little Further".
This new campaign challenged diners to think differentially about going out to dinner. By eating at Roy's, you make each dining experience feel like a special occasion. The "GOALF" campaign launched primarily in the online space on targeted, contextually relevant sites. In addition to the online media strategy (banners, website redesign, robust email communications, SEM), the in-restaurant pieces, OOH drivers and Direct Mailers all had a cohesive look.
Direct Mail Executions